The website communicates the value proposition to various audiences, and increases product and solutions awareness.
Savage collaborated with Tenaris’ internal team to develop new site architecture and a messaging strategy that would align with the company’s customer-centric approach.
Tenaris’ visual brand is based on clarity, so the site includes a Products section where customers can quickly find relevant product information.
The site strategy entails an open design that would focus the attention on the content, including a robust Careers section.
New product content, images and related features were created from the ground up, completely transforming the existing site content.
Dynamic product and solutions areas include downloadable case study PDFs, which provide product and project detail to help customers make application and specification decisions.
Savage worked closely with Tenaris to create additional marketing materials to support the customer-centric brand.
This ad series’ primary focus was to announce the Tenaris and Hydril merger to offer the industry a diverse line of high-performance products.
This product-specific ad showcases a high-performance connection to the oil and gas industry.
This product-specific ad was created to illustrate the premium connections Tenaris offers to the industry.
Savage has worked with Tenaris to develop value-oriented and eye-catching graphics for the many tradeshows it participates in annually.
Online advertising helps to reinforce Tenaris' messaging driven primarily through ads and tradeshow graphics.
Safety is an integral part of Tenaris’ culture. Savage worked with Tenaris to create a series of internal billboards on how “safety is everyone’s responsibility.”
Community materials were created to encourage employees to give back to their communities and to help promote a corporate culture of volunteerism.
A wide array of mediums, including airport signage, are utilized to promote Tenaris' products and services.
Tenaris
Corporate Website
The new site has achieved all of the initial objectives: a customer-centric focus with a redesigned product database, dynamic overall site architecture and innovative use of new content management technology.
Challenge
At the time Tenaris approached Savage to redesign its corporate website, the online experience between the corporate site, the country sites and the business units was confusing and did not reflect the company's key brands messages around quality and innovation. Additionally, customers could not quickly find relevant product information, and product pages did not provide enough detail to make application and specification decisions. Overall, the site lacked functionality and no longer met its audiences' needs.
Solution
The Tenaris website redesign was extensive, with a global team from both Tenaris and Savage starting the process with website and content strategy, information architecture, interface design and usability testing. The new cohesive website formed a basis for the future country-specific sites in addition to restructuring how product solutions were presented online. A robust Content Management System that could extend as new site and new multi-lingual content needed to go live, as well as improvements in the online search engine platform, meant that the initial investments in this phase will serve Tenaris as it grows its online presence in later phases to include more personalized customer offerings.
Campaign deliverables
- Website requirements and strategy documents
- Design and prototype creation for usability testing
- Website: information architecture, design and technology
